MKTG 366: Customer Analytics
MKTG 366
Customer analytics is about applying (often simple) models to understand and predict customer behavior. Firms have access to more information about their customers than ever before. But data alone should not be confused for knowledge. The role of the model is to summarize patterns and generate predictions of customer behavior in the future. We will use simple models from probability theory and stochastic processes as a lens through which to view customer behavior.